The Drawbridge Approach to Cross-Device Audience Extension & Amplification

Understanding Cross-Device Audience Extension

As mentioned in our previous post, The Drawbridge Approach to Attribution, customers now engage with more devices and platforms than ever, creating some serious challenges in the digital advertising space. One key challenge is the fragmentation of customer segments by device or platform: cookie-based segments will have limited reach on mobile devices, while device-ID-based segments can’t reach desktops. In this cross-device world, single-device audiences will only reach a fraction of your valuable consumer segments.

Enter cross-device audience extension. Also known as segment extension or even audience amplification, cross-device audience extension enables advertisers to expand the reach of their segments beyond their original set of identifiers by adding any additional cross-device IDs that also belong to segment members.   Audience extension doesn’t actually increase the number of customers you reach; instead it helps you increase number of chances (via different devices) of reaching your customers.

Drawbridge Cross-Device Audience Extension: How it Works

Drawbridge helps our partners pinpoint and reach their valuable customers across smartphones, tablets, desktops, and connected TVs, using the following process:

Step 1: Partner shares segments along with a list of cookies and IDs associated with each segment.

Step 2: Drawbridge leverages the Connected Consumer Graph to link additional cookies and device IDs to the original set of IDs from our client’s segments.

Step 3: Drawbridge provides partner with a file that includes these new IDs alongside the segments they belong to.

Drawbridge can provide two distinct files:

  1. Audience Extension File: This file includes a list of current and expanded IDs alongside their “active segments” and “removed segments.” Active Segments are segments that are currently linked to each ID. Removed segments are segments that used to be linked to a given ID, but are no longer associated with that identifier. 
  2. Cluster File: Clients can choose to receive a standard graph file containing clusters of cookies and device IDs. The cluster file is a large pipe “|" delimited cluster file. Each row in the file is labeled with a cluster ID that represents an individual consumer and resolves all device identifiers (Cookies, mobile ad Ids, Connected TV IDs, etc) we can associate to that consumer.

On average, Drawbridge amplifies our partners’ audiences by 3x.  For cases, such as the example below, where the partner only provides cookies, we can amplify audiences by almost 6x.

How to Make Audience Extension Work for You

Audience extension can help all players in the advertising pipeline. For example, ad networks can take advantage of audience extension to scale segments for advertisers in a way that enables both precision and cost-effectiveness. For advertisers, audience extension helps locate valuable customers on new devices, driving better reach and conversion performance. 

As the digital space continues to become more fragmented and complex, audience extension can help you reach your elusive customers on any device they choose to use. 

Want to learn more about applications for Drawbridge data? Check out our webinars!


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